Asda launches George Plus to tap into plus-size clothing market

Asda hopes to get a foothold in the "under-represented" plus-size market with the launch of an online only women's clothing range, which goes up to size 32.

Asda: launches George Plus, an online-only range up to size 32
Asda: launches George Plus, an online-only range up to size 32

The retailer is launching George Plus, which comprises 35 pieces, including textured and printed blazers, skater dresses, embellished tops, tunics, leggings and maxi skirts. The range, which starts at size 18, is available through the George website now.

It will be promoted through PR, on george.com and through social media.

"George shoppers want plus-size clothing that is on-trend, affordable and great quality. It’s important to us that we created a range designed specifically with plus-size silhouettes in mind," said head of design, Helen Low.

"We have used our expertise to really work with garments that are cut perfectly, so the look and fit of these pieces means that our shoppers never have to compromise on style.

"Our range will take each of these important elements and deliver a fashion-forward capsule wardrobe that will make women look and feel great," she added.

In a statement, Asda claimed the range, which is priced from £8, is up to 65% more affordable than Evans and Asos Curve.

Asda said George Plus has been launched because the "plus size market is still significantly under-represented in the fashion world."